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MOBILE APP DESIGN OVERVIEW
JULY 2015
Why
are we introducing a Mobile App?
Our App has a very specific objective inside our Customer Journey:
To activate our desired behavior by prompting healthy
Make it known
Make it a cause
Objective
Make it personal
Make itEasy
Diagnosis Goal
Inform
Activate
INFORM: INFORM: CHALLENGING NORMALCHALLENGING NORMAL ACTIVATE: ACTIVATE: PROMPTING HEALTHYPROMPTING HEALTHY
JOU
RN
EY
Localize and personalize content to drive reconsideration.
Make change easier through motivation.
Skew activities with nudges and reminders.
ATL CAMPAIGN
CH
AN
NE
L S
OurBrand WEBSITE
OurBrand APP
MAKE IT KNOWNMAKE IT KNOWN MAKE IT A CAUSEMAKE IT A CAUSE MAKE IT PERSONALMAKE IT PERSONAL MAKE IT EASYMAKE IT EASY
Prompt reconsideration of health behaviors by informing of the current state of health.
Stimulate mass conversation around the issue of health and create a movement
What will our Mobile app do?
Customize & Tailor our app to specific needs
The majority of Diet & Fitness Apps in the Australian market provide general information that is impersonal to an individual’s needs.
DIET
HEALTHGUIDE
Source: Internal research of 29 top diet & fitness apps in the Australian iOS Store
Focus on the unengaged
Source: Internal research of 29 top diet & fitness apps in the Australian iOS Store
79%
34%
41%
28%
38%
There is already a large focus on apps to the highly engaged.
FITNESS
DIET
Small tailored steps to be more healthy through
Smaller portions, less kilojoules
Eat more fruit and veg Be active every dayMake water your drink Sit less and move
more
Diet Fitness&
In an overviewO
bjec
t ive
beh a
v ior
s
Who is our key audience?
AGE 50INCOME $120,000 (household) p.a.RELATIONSHIP STATUS MarriedDEPENDANTS 3 kids
AGE 41INCOME $60,000 p.a.RELATIONSHIP STATUS SingleDEPENDANTS None
REGIONAL CARER OVERWEIGHT URBAN ADULT RECENT HOMELEAVER
AGE 22INCOME $20,000 p.a.RELATIONSHIP STATUS SingleDEPENDANTS None
2 31
“ My family’s health is the most important to me but it’s an uphill battle.”
“ I want to make a change but I don’t know how. I want to keep it simple and fun.”
“ I think I’m healthy but I’d like to learn smart new
improvements. ”
Smaller portions, less kilojoules
Eat more fruit and veg
Be active every day
Make water your drink
Sit less and move more
Diet goal Fitness goal
REGIONAL CARER
OVERWEIGHT URBAN ADULT
RECENT HOMELEAVER
FUN & TASTY DIET FOR ME AND MY FAMILY FUN FAMILY ACTIVITIES AND HABITS
DIET AND TIPS THAT ADAPT TO MY LIFESTYLE AND KEEP IT FUN
TIME EFFICIENT ACTIVITIES AND MY USUAL HABITS ‘IMPROVED’
AFFORDABLE AND EASY TO COOK DIET TIPSINTRODUCTION OF SMART NEW
HABITS I CAN INCORPORATE IN MY LIFESTYLE
FAMILY & FUN
EASY & SIMPLE
CHEAP & SMART
How
will we activate our desired behavior?
CHALLENGING NORMALCHALLENGING NORMAL PROMPTING HEALTHYPROMPTING HEALTHY
MAKE IT KNOWNMAKE IT KNOWN MAKE IT A CAUSEMAKE IT A CAUSE MAKE IT PERSONALMAKE IT PERSONAL MAKE IT EASYMAKE IT EASY
DIGITALSEARCH
ATL CAMPAIGN
PAID SEARCH
HEALTH INFO
RETARGETINGWOM / SOCIAL
DIAGNOSTIC
GOALPLAN & TRACK
OurBrand WEBSITE
EDM
SOCIAL
OurBrand APP
Inform Activate
NOTIFICATIONS
DIAGNOSTIC
GOALPLAN & TRACK
NOTIFICATIONS
WOM/SOCIAL
Diagnose what you need to make healthy normal and set a specific goal.
Select a path to reach your goal and review how are you tracking.
Step #1: Make it Personal Step #2: Make it Easy
You’ll receive notifications and rewards.
You will be able to compete with your friends and share on your social media networks.
Step #1:
Make it Personal
Diagnose
Minimize data inputThe majority of App users need to be highly engaged, searching for food and inputting data. With our app we will:
Source: Internal research of 29 top diet & fitness apps in the Australian iOS Store
Stage data Stage data inputinput Integrate appsIntegrate apps
Ask for basic information at the start and additional information when
required.
E.g.: only ask for the glasses of water you have when planning a healthy diet
Integrate with Fitness & Diet apps to automatize adding personal
information
Progressive Sign-Up Quiz Quiz Results
ADD SOCIAL MEDIA INTEGRATION. ADD INTEGRATION WITH EXISTING FITNESS & DIET APPS
ONLY ASK FOR BASIC INFO, ASK SPECIFICS LATER IN THE JOURNEY
ADD POSSIBILITY OFSHARING WITH SOCIAL MEDIA
WEB PROCESS
APPPROCESS
Web & App Integration
STAGES
Goal
Customize the goal needsApps focus on high performance and provide general information impersonal to an individual’s needs. Our app will introduce:
Source: Internal research of 29 top diet & fitness apps in the Australian iOS Store
Tailored goalsTailored goals Tailored Tailored messagingmessaging
We will have a general ‘balanced’ goal by area
& tailored goals adapted to our audience personas.
Once we have identified the audience, we will adapt the
messaging and tone of voice depending on the type of user.
E.g.: 30 y.o. female with kids vs 21 male without kids
Improvement areas Level of effort Motivation auto-message
ADD TAILORED AUDIENCE GOALS
TAILOR MESSAGING & TONE OF VOICE TO PROFILE.
REMIND THAT THIS APP ONLY WANTS TO IMPROVE HEALTH IN SMALL STEPS
WE WILL RE-SEND THE MESSAGE FROM THE OWN USER LATER IN THE JOURNEY
WEB PROCESS
APPPROCESS
STAGES
Web & App Integration
Smaller portions, less kilojoules
Eat more fruit and veg
Be active every day
Make water your drink
Sit less and move more
Diet goal Fitness goal
REGIONAL CARER
OVERWEIGHT URBAN ADULT
RECENT HOMELEAVER
FUN & TASTY DIET FOR ME AND MY FAMILY FUN FAMILY ACTIVITIES AND HABITS
DIET AND TIPS THAT ADAPT TO MY LIFESTYLE AND KEEP IT FUN
TIME EFFICIENT ACTIVITIES AND MY USUAL HABITS ‘IMPROVED’
AFFORDABLE AND EASY TO COOK DIET TIPSINTRODUCTION OF SMART NEW
HABITS I CAN INCORPORATE IN MY LIFESTYLE
FAMILY & FUN
EASY & SIMPLE
CHEAP & SMART
Step #2:
Make it Easy
Plan & Track
The reason whyApps provide content but fail to provide a reason why it helps you to keep you healthy. Our app will introduce:
Source: Internal research of 29 top diet & fitness apps in the Australian iOS Store
Scientific back-Scientific back-upup Real DataReal Data
• Inform how close / far away the user is of being ‘healthy’ from a
scientific point of view.• Provide access to a visual and
simple scientific reason why behind every recommendation.
When tracking, inform how close / far away the user is of being
‘healthy’ compared with the rest of the population.
Plan the Challenge Track & Compare Motivation auto-message
ADD SIMPLIFIED & VISUAL REASON WHY WITH SCIENTIFIC BACK UP
ADD REAL DATA SHOWING HOW YOU TRACK AGAINST FRIENDS / AVG. OF
POPULATIONREASON WHY IN DETAIL
Web & App Integration
WEB PROCESS
APPPROCESS
STAGES
Notifications
Behavioral triggers are used in most app’s features but their notifications are just reminders, not psychological triggers. Our app will introduce:
Source: Internal research of 29 top diet & fitness apps in the Australian iOS Store
Placing psychological triggers
Auto-Auto-motivationmotivation
Moment Moment tailoredtailored
Pop-culturePop-culture Past-selfPast-self
• We will provide entries for auto-motivation messaging (voice or
text), and push them back later in the journey.
• We will add the option of motivating / receiving motivation
from other users.
Depending on the audience, we will provide pop-culture voices /
messaging to motivate the user
e.g.: Rocky Balboa
Messaging will be adapted to the goal and moment of the day.
e.g.: diet motivation in breakfast
We will motivate the user by comparing his/her actual & past
performance.
WOM/Social
Gamification principlesFitness & Diet apps. in the Australian market keep track of what you’re doing but don’t give you a sense of direction.
Source: Internal research of 29 top diet & fitness apps in the Australian iOS Store
Unlock Unlock new levelsnew levels
Ranking Ranking comparisoncomparison
We will assign points and provide levels of accomplishment by
performance & areas.
We will provide the possibility of tracking and comparing performance against social media friends or app users.
ShareShare
We will add the possibility of sharing the results in a visual way.
Summary
DIAGNOSTIC
GOAL
PLAN & TRACK
NOTIFICATIONS
WOM/SOCIAL
Step #1: Make it Personal
Step #2: Make it Easy
Stage data Stage data inputinput Integrate appsIntegrate apps
Tailored goalsTailored goals Tailored Tailored messagingmessaging
Scientific Scientific back-upback-up Real DataReal Data
Auto-Auto-motivationmotivation
Moment Moment tailoredtailored
Pop-culturePop-culture Past-selfPast-self
Unlock Unlock new levelsnew levels
Ranking Ranking comparisoncomparison
ShareShare
Thank you.